Broadcaster now dividing viewers by attitudes

JOHANNESBURG — The South African Broadcasting Corp. has introduced a new way to categorize its auds to get a clearer understanding of their needs.

The pubcaster’s audiences were previously segmented according to living standards measurements, psychographics and demographics.

Andy Hammond of SABC Market Intelligence said the new model divided viewers into six groups based on the premise that behavior is governed by attitudes and that attitudes can change.

The six attitudinal segments are global citizen, nation builders, now generation, survivors, established and the rooted.

Hammond said these were arrived at by using a series of 100 questions developed by the South African Advertising and Research Foundation’s all media and products survey conducted on 18,000 people.

The new model will complement the old categorization.

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